Expanze e-shopu na zahraniční trh

The aim of this thesis is to propose, according to the criteria chosen in advance by the company, the best countries for the expansion of the selected e-shop on the foreign market. The thesis is divided into five parts. In the theoretical part, the concept of e-commerce and online marketing is explained, where everything that is part of online marketing is discussed, from SEO (Search Engine Optimization), PPC (Pay Per Click) to social networks. The second part explains the methodology behind the process of creating an analysis of foreign markets and the selection of two winning countries. The third chapter is devoted to the analysis of the current state of online marketing of the e-shop. In the practical part, the criteria chosen by the company are compared and weight assigned to them to analyze and select two suitable countries for expansion. The countries compared include Slovakia, Romania, Hungary, Poland and Portugal. Multi-criteria evaluation methods are used to evaluate the best countries for expansion.